市场营销学系学术讲座（5月31日）

时    间：2022年5月31日（周二）13:00-15:00

地    点：腾讯会议   会议号：873-738-818    密码：0531

报告人：沈俏蔚 教授，北京大学光华管理学院

主持人：殷云露 青年副研究员，复旦大学管理学院

主    题：Conservation for Money? An Empirical Analysis of an Electricity Pricing Experiment

摘    要：

Energy companies and policymakers often leverage financial incentives to smooth consumer demand and stimulate energy conservation. These financial incentives include various dynamic pricing strategies, as well as monetary rebates that reward consumers based on actual consumption. Rebate programs could motivate consumers to save more and reduce the peak load during the designated time period, while the received rebates might also induce consumers to use more energy afterward. We explore the effects of rebates (when coupled with dynamic pricing) using individual consumption data from an experiment run by a northeast electricity company in US. We find that rebate is effective in reducing the peak-load consumption, and the company benefits from such interventions. However, we also discover a consumption spike in the subsequent periods due to savings from the rebates, while the post-rebate rebound does not offset the reduction of the load during the peak time. Based on the survey data on self-reported energy-saving motivations, we find that the monetarily-motivated consumers exhibit a significantly higher extra rebound effect compared to the intrinsically-motivated consumers.

报告人简介:

沈俏蔚，现为光华管理学院市场营销系教授、博士生导师。她于2008年获得美国加州大学伯克利分校（UC Berkeley) 市场营销专业博士学位，此前获得北京大学经济学学士、硕士学位。2008年至2015年任教于美国宾夕法尼亚大学沃顿商学院，2015年秋至今任教于北京大学光华管理学院。

沈俏蔚的研究领域包括企业与消费者决策的量化模型，社交与新媒体以及营销策略等。多篇论文发表于Marketing Science 和 Management Science等管理学领域国际顶级学术期刊， 并获2014年度美国运筹学与管理学协会 （INFORMS）营销科学John Little最佳论文提名奖。目前为国际顶级学术期刊 Marketing Science 以及 Journal of Marketing 的编委会成员，担任《营销科学学报》专业主编。2017年国家自然科学基金优秀青年科学基金获得者。

市场营销系

2022-5-27